EDF Energy are the new sponsors of the London Eye, as anyone who has been with 100 metres of the Eye won’t have failed to notice. Their branding is everywhere. (They’ve sneakily hidden the stainless steel plaque that commemorates the life of the chief engineer of the project, who died shortly after its completion. Presumably on the grounds that it mentions the name of the original sponsors, British Airways.)

Anyway, EDF Energy support a low carbon future, which is nice. ‘Supporting a low carbon future’, their strapline noncommittally asserts. They obviously like to be seen as taking the issue very seriously.

Which makes me wonder how on earth they can reconcile that with the sentiment expressed in their latest ad. An after-dark trip on the Eye, the ad states, is ‘lavish – like taking a cab to the corner shop.’ Lavish? Selfish, more like.